Do hockey fans drink hard seltzer? The Boston Beer Co. is betting that they do—or soon will: The Truly Hard Seltzer parent has just inked a new five-year U.S. partnership with the National Hockey League. Truly Hard Seltzer is the official hard seltzer of the NHL as of the start of the 2019-20 NHL regular season, marking the first national sports league partnership for Boston Beer and Truly.
Throughout the NHL regular season, Stanley Cup Playoffs and Stanley Cup Final, Truly Hard Seltzer will receive exposure to NHL fans in numerous ways, including the opportunity to try new flavors as they are released. The spiked soda brand will also be a part of fan experiences as the title sponsor of the Truly Hard Seltzer NHL PreGame fan festival at the 2020 Bridgestone NHL Winter Classic at Cotton Bowl Stadium and the 2020 NHL Stadium Series at U.S. Air Force Academy’s Falcon Stadium.
Many NHL fans are already Truly drinkers, according to The Boston Beer Co., which also owns Samuel Adams beer, Angry Orchard hard cider and Twisted Tea hard iced tea, and Dogfish Head beer. The company has been seeing record demand for Truly year-round, and not just during the summer months. It says that sales of Truly Hard Seltzer tripled in volume in 2018 and have nearly tripled again in 2019.